Speak and Listen to your consumers !
More and more businesses are getting on social networking platforms, especially Twitter. I’ve come across many (in fact, way too many) company accounts that are either pretty much inactive or can be classified as ‘spammers’. Sure, 140 characters is good enough for business advertisements, quick and cost-effective. What’s more ? It’s free ! But doing it the wrong way can actually backfire your plans and destroy all potential relationships you may gain.
From personal experiences, I think it is important for business to bear in mind a few tips before starting to reach out to your crowd on social networking sites, IMHO :
1) Know your audience, listen to their needs !
Recently there was this email spam from a certain property agency that pissed most tweeples off. As for me, I think it’s quite silly to email me (of all people!) who have yet to pay off my university debt to check out the new apartments in town. Seriously, do some research and know who are your target audience ! Obviously I don’t need a condo yet?!
I think it’s a good and important thing that companies are starting to ‘listen’ online to their consumer’s needs too ! I tweeted about looking for a short term rental apartment in Hong Kong just yesterday and I got a reply from @Ascott_Ltd recommending their serviced residences. Perfect example of listening to what your customers need and responding to what they are looking for, without sounding too pushy.
2) Don’t just be yet-another-brand, be personal !
It’s no longer about how ‘BIG’ your brand is but consumers need to be ‘entertained’. It’s nice to know there are ‘real people’ behind the online presence too. We like to see behind-the-scenes after a movie is out, so same goes for brands online. We’re not talking to bots afterall !
I personally like @standingsushi even thought I have yet to try their food. Mainly because I read about them on their blog and I really liked how they bring their concept across. And when I mentioned to my bestie that I want to visit @standingsushi someday, I immediately received a personal message to welcome my future visit. It certainly makes me want to go down and check it out personally (real soon!).
3) It’s about profit BUT more about relationship !
Be a ‘friend’ rather than an annoying salesman. You need to build a relationship based on trust, sincerity and constant interaction. Sure, not everyone can buy your products all the time but hey, no harm retweeting or spreading the message to others who can possibly do so if I like you. Don’t just follow everyone and expects to be followed back instantly. It’s not about the numbers either.
I like @thegardenslug alot as you can see from my tweets if you’ve been following. I started off not knowing what they have to offer but I don’t feel that their main objectives of being online is to force people to visit them but instead, to build a relationship with their customers. That’s definitely a (Popsicle) brownie point for me and when I visited them, I knew it won’t be the last time I’m going over because The Garden Slug won my heart with their friendliness and awesome food.
4) Don’t act like a naggy old fart. Stop repeating the same messages!
This is spamming. Quality over quantity. 987123415623 tweets about the same product isn’t going to get you sales. We get your message but we may not like it. In fact, count yourself lucky if you still have 1 follower at the end of the day.
5) Reach out – help – contribute !
Sometimes it’s not just about your brand. No one really cares about you on twitter since it’s such a huge community unless you reach out to them individually. Introduce yourself at the right time – don’t be too money-minded aka not too eager to sell your product/services. Promote others or retweet their messages is a good way to start, it’s not just about you afterall. It’s all about the charm and making people genuinely interested in you. Share interesting relevant links or include pictures or videos in your messages. People will follow you if they enjoy reading your tweets.
6) Customer is always number 1. (not entirely true but that’s the saying)
(Almost) Real-time customer service is probably the best thing that one can get from social networking sites. I like how @Starhubcares try to answer to everyone’s enquries and drop direct messages to assist you when you are getting pissed holding on to the phone for half an hour listening to that awful waiting tone. Sometimes it just takes a tiny effort to pacify your angsty customers and we like it when you are willing to listen to our feedback and improve. It’s a 2 way communication afterall.
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Of course I’m no expert and I may be wrong but at least that’s how I feel as a consumer. Any good case studies or examples that you can think of ? Or any other tips you can think of to share ? Open to discussion =)
I tweet.I blog.I tell my story.
Social network being a very potent force in communication, I think the only way to continue being anoymous is not to get involved in the first place. With all the various platforms, it was certainly overwhelming when I first started. However, being on these social media platforms really allowed me to engage in (almost) real-time learning opportunities and a chance for networking. Not a single bit of regret !
There are times when my parents would ask who on earth will read my blog or follow my tweets. I asked myself the same questions and came to a conclusion. In this sea of information, people (including myself when it comes to choosing who to follow) are looking for 3 main things within the content :
Entertainment
People likes to be entertained – be it youtube videos, music, comics, funny sites that can help to keep their days easier to get by. I certainly hope and prefers to fall under this category, to be a provider of entertainment value. That probably explains why I really enjoy looking for my AOTW features and sharing them with the rest of the world. Getting positive feedback and exchanging words with the various (wonderful) artists really kept me going.
Information and Opinions
I love to follow people who can provide me with great articles that feed me with facts and trivia. I think I’m quite an information junkie, I like having data and interesting insight to keep my mind active. Twitter/Plurk, in specific, is like a social community which allows users to interact and seek for assistance when you need to do some problem-solving. It is much quicker to sift through responses and source for what you exactly need. For example, I tweet and ask my followers to recommend a dining place instead of searching all over google for various reviews. Not forgetting, that’s how I usually get my latest soccer match updates via twitter too ! (Go #MUFC!)
Personal Touch
I have read in a couple of articles that recommended online presence should be professional aka ‘no-nonsense’. I beg to differ, I think my online presence should also give people a sense that they actually know me. It is all the ‘insignificant things’ that defines me to how others view me as. Maybe it is not important to anyone whether ‘I really love Glee’ and thinks ‘Johnny Depp is the most gorgeous man on earth’ or ‘prefers my steak to be medium rare’ – But I think being myself is what draws people to listen or draws them to my ‘social circle’ because they either can identify with you or like you for being you !
At the end of the day, with each virtual update, I am sharing my life story with someone else – almost like an 140 character autobiography each time. Therfore, I take it like a step in developing a relationship or a connection with my readers/followers. Hopefully to widen my social circle with like-minded people who shares my interest or opens up the door to other exciting opportunities in the future.
